It’s no secret that Amazon is the largest online retailer in the world. With annual revenue of $136 billion, it’s also one of the most valuable companies in history. In addition, over 300,000 affiliates market Amazon products to over 150 million monthly unique visitors.
This blog post will discuss some of Amazon’s best practices to rank higher in Amazon for your product listings to get more sales and conversions.
What is Amazon SEO?
Amazon’s search engine optimization (SEO) is far different than other online platforms. Amazon SEO, unlike Google SEO, is not logged based on backlinks/domains or any of the common SEO metrics.
Instead, it’s all about product relevancy and conversions. This means that you have to optimize your listing for conversions by having a focused title, bullet points, description, and images to rank higher and drive more visitors to your listings.
The goal of Amazon SEO is to get as many qualified buyers to click on your product page as possible so you can increase free traffic and subsequently increase sales.
Is Amazon SEO Optimization Worth It?
Yes. Yes, it is! Amazon SEO conversion rates are 40x higher than other forms of online marketing – so you are bound to see a huge increase in sales if you optimize your listings.
However – keep in mind that there is a steep learning curve to rank your products on Amazon as the marketplace is heavily moderated and algorithmic. Therefore, you must follow best practices and provide customers with every listing you create if you want to succeed in this competitive environment.
Amazon SEO Best Practices
Conduct Keyword Research
Do not just list every keyword you can think of when creating your listing. Only use 5-7 keywords in the title, no more. It would help to focus on long-tail keywords because they are easier to rank for and usually convert better than short head terms.
Ensure that your product title is what people search for vs. being “creative” or clever – it needs to communicate value clearly and ultimately be Amazon SEO friendly by following best practices.
You can use some tools to help you find the most profitable keywords relevant to your product. You can also use Amazon’s auto-suggestions and search terms tab in Seller Central.
Optimize Product Titles
You have around 70-100 characters for the title. Only use 5-7 keywords or phrases maximum – otherwise, you run the risk of your listing being too keyword heavy and not providing enough value to customers.
Ask yourself these questions when optimizing your product title: What do people search for? What is my target market searching for on Amazon? How can I stand out and be different than my competitors? What would make me click on this screenshot if I was looking through Amazon?
Use Keyword Density Checker Tool to see how often you are using a certain keyword in your listing title vs. others – it helps you determine what Amazon SEO friendly is and what needs to be edited.
Optimize Product Descriptions
Similar to the product title, your product description is also essential. It’s one of the first things that potential customers will read when deciding whether or not to buy from you on Amazon.
People will read your product description and decide if your listing is worth clicking on or not. This is why your product descriptions must be clear, concise, value-driven, and above all else – interesting enough to keep people reading.
Your goal should be to have a 70/30 ratio of benefits vs. features so that people quickly understand your product’s value and are enticed into making a purchase.
Add High-Quality Images
In pictures, people can literally see your value – so you want to take advantage of this opportunity by providing high-quality images.
Amazon also gives you an image gallery that showcases your listing in a carousel format that prospective buyers will see when they first click on your product and throughout the Amazon website.
In addition, you should be using bullets points and alt tags to describe what is going on in your images, which will also help search engines crawl the information easily.
Before you add your listing to Amazon, make sure that you price it competitively. If people are looking for a similar product as yours online and find it cheaper, they won’t buy from you.
Don’t make your pricing too high because if you do, people will assume that you are trying to take advantage of them, and they may not feel like the quality of your product is very good.
Instead, price competitively by comparing other products in Amazon search results so that your product is always one of (or below) the lowest prices.
Keep in mind that many people search for products on Google and then go to Amazon to see the pricing of similar items before buying one online.
Use Backend Keywords
One crucial Amazon SEO tip that many people miss is to take advantage of backend keywords.
Backend keywords are like added keywords that you can add into your product listing, but they won’t be visible when browsing through search results on Amazon. Instead, they will only appear in Backend Search Terms which are terms and words that customers can use in the “search-box” on the right side of any Amazon web page.
It’s an additional way to get more targeted traffic for your particular product from other parts of Amazon and Google (which also use this information).
The best way to get your Amazon products to rank higher in search results is to receive positive reviews from customers.
When you get a review, it shows potential buyers that others have found value in the product and are willing to spend their money on it.
In addition, having more reviews means that you’ll also appear in more places throughout Amazon, such as when people “window shop” for products without actually making a purchase.
A/B Test Your Product Listings
Since there are so many different variables involved, one of the most important things you can do for Amazon SEO optimization is A/B test new product listings against ones that already exist (if yours isn’t performing well). This will give you an idea of what changes you should make to get the most traffic.
In addition, you can understand what keywords are working in the product listing and which ones aren’t so that you can optimize your other listings as well.
Stay In Stock
Having your products listed on Amazon is great, but it’s even better if you have items in stock – rather than nothing available to sell.
The best way to keep your products in stock is only to buy what you need so that when people do place an order for your product, you can ship and fulfill it immediately (instead of having to wait for more inventory).
The more out-of-stock situations that are happening with the same item, the less likely customers will be willing to buy from you.
Offer Variants Whenever Possible
If you can create different product versions with small changes, such as a specific color or size, do it!
Since there will be multiple variations of the same thing to choose from, this will lead to more customer interest and a larger number of people finding exactly what they’re looking for.
In addition, if someone wants an item in another variation that’s not currently in stock (or even sold by Amazon), this allows them to tell the world about their need for it. This may then inspire other sellers on Amazon to get rid of their inventory so that they can buy your products instead.
As a result, you’ll end up having more sales coming into your business than ever before!
People love getting a good deal, so if you can offer them coupons or special promotions (such as free shipping) to customers who purchase from your specific product listing, they’ll jump at the opportunity.
Make sure that some sales are limited in terms of time since this will make people feel like they need to take advantage of it quickly and be more convinced to make a purchase.
Implement the above given Amazon SEO Practices to get more organic traffic on Amazon and ultimately increase your sales and conversions.
Do you have any questions related to this post and how to rank your products at Amazon? Then, do let me know in the comments below.
We can help you optimize and rank in front of more customers than ever before. We understand the market and know exactly what our clients need when it comes to getting visibility online. You can check more about ConversionStudy Amazon SEO Services.
Also, Check out Amazon SEO 7 Day Challenge, which is 7 days challenge to improve your Amazon product listings to get more conversions, visibility, and sales.